This time from Ipsos-Reid. Still no consensus on how many Canadians have actually read a blog (they say 34% of Cdn Internet users have visited one, while other studies have different results).
Some nice context for marketers thinking about using blogs in particular as part of their marketing mix:
When asked what impact positive comments regarding a product or service in a blog would have on the likelihood of purchasing it, one-in-ten adult Canadian Internet users said it would make them much more likely to purchase (10%) the product and half said it would make them somewhat more likely to purchase (51%). The effect of negative comments in a blog is a little stronger, with one in eight saying that negative comments about a product or service would make them much less likely to purchase (12%) and just over half saying it would make them somewhat less likely to purchase (54%).
Press release available here.